Content Curation Gains Importance with Marketers

In the era of digital marketing, content is king. Enterprises, especially in the B2B sector, aim to manage, create and curate content. This practice will establish them as thought leaders and increase their visibility to clients.

Curata has released this year’s Content Curation Adoption Survey and the results show that marketers are increasingly aware of the need to curate content. Content curation, which differs from content creation, is all about finding and sharing high-​quality information.  Currently, businesses are using the following sources to locate third-​party content:

  • Social media 79%
  • Email newsletters 63%

The top goals for the content curation activity are to increase SEO (65%), establish thought leadership (85%), and elevate brand visibility and buzz (80%).

This effort represents a significant commitment of enterprise resources. About 75% of marketers note the time involved in scanning for content and at least half are scanning online. At the same time, over half of businesses in the survey reported that finding quality content is a challenge. This percentage is up since last year.

But marketers remain committed to curating content and posting to their social media sites (76%) or blogs (54%) on a daily basis (45%). Doing so has a positive outcome. Daily posting can result in an 18% jump in click-​throughs when compared to businesses that post this content on a weekly basis.

[Source: Content Curation Adoption Survey. 2012. Curata​.com. May 2012. Web. 30 May 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.